Courtesy of Starbucks
Kate Taylor / BusinessInsider.com
September 01, 2017

This story originally appeared on BusinessInsider.com.

Starbucks started serving its Pumpkin Spice Latte on Friday.

But customers and baristas in many locations are still confused as to whether they can order or serve the drink — and they're getting angry.

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On Friday, Starbucks' Facebook page was flooded with people asking the same question: "Can I buy a Pumpkin Spice Latte today?"

At 11 a.m. ET on Friday, Starbucks began airing a Facebook Live video titled "PSL Pumpkin Hatch." In the comments of the video, Starbucks wrote that this year "the official launch of PSL season in the US will be the same day for everyone."

"[T]he road to PSL's return will be livestreamed 24/7 on Facebook for all his fans to see," a Starbucks spokesperson said in an email to Business Insider, saying that the video will have "potential clues" to when the Pumpkin Spice Latte will officially launch in stores.

"Keep an eye on the livestream and ultimately the official launch time for Starbucks PSL will be revealed!" she continued.

While the official Pumpkin Spice Latte Twitter account had been hinting at a Friday PSL debut all week, and several US Starbucks locations put out signs that indicated a September 1 launch date, the company has so far failed to give an official release date for the beverage.

On Starbucks' Facebook page, customers began responding to other people's questions. Many of them reported that they had successfully ordered a Pumpkin Spice Latte Friday morning, simply by asking the barista for the drink.

Yet, others said they faced problems. Further adding to the confusion is the fact that the PSL is not yet available on the chain's mobile ordering app.

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"Really blown when I couldn't get my PSL today at Starbucks," one person wrote on Starbucks' Facebook page.

"Fail, Starbucks," wrote one woman, who said her husband was served a Pumpkin Spice Latte an hour before her own order was denied.

When Business Insider's Amanda McKelvey ordered a Pumpkin Spice Latte in New York City on Friday morning, the barista originally told her the location was not yet serving the beverage. McKelvey pointed out that the store had a sign that stated the PSL launched on September 1.

After checking with a manager, the barista told McKelvey that they actually could make her the beverage — this particular Starbucks location's first PSL of the year.

According to one person in the Starbucks subreddit, corporate changed the beverage's release date, which may have contributed to the confusion.

For the last six years, Starbucks has launched its Pumpkin Spice Latte early for certain customers, allowing fans of the beverage to buy the drink before it officially hits menus in early September. In past years, the early launch has been restricted to members of Starbucks' rewards programs or people who participate in an online scavenger hunt.

However, this year, there has so far been no explanation as to who can order a Pumpkin Spice Latte on Friday and who cannot.

Making people feel like they're part of a special club who can order from a secret menu helps build hype for the Pumpkin Spice Latte. However, confusing customers just makes people craving the iconic drink angry.

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Here's Starbucks' Facebook Live of the "PSL Pumpkin Hatch":

PSL Pumpkin Hatch

For the first time ever seen by humans!! The magical arrival of the Pumpkin Spice Latte!! Don’t miss a moment!!

Posted by Starbucks on Friday, September 1, 2017

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